Universal Weekly (1925-1933)

Vol. 21, No. 18 Universal Weekly 23 Through his tie-up with a dog and pony show, Manager Halbert of the Odeon in Canton, Ohio, had real, live monkeys in his lobby, a clown-driven circus wagon on the street, and regular circus banners and pennants on the front of his house. Showmen Win Prizes With Serials A TIE-UP with a dog and pony show which was in town at the opening of "The Great Circus Mystery" at the Odeon Theatre, Canton, Ohio, gave Manager W. S. Halbert one of the best campaigns so far submitted in Carl Laemmle's $5000.00 Serial Exploitation Contest, and helped him to win the first prize money of $100.00. P. E. Wilson showing "The Fast Express" at the Palace Theatre, (colored), Dallas, Texas, was second, and W. E. Woodward, of the Park Theatre, Philadelphia, was third, with another "Great Circus Mystery" campaign. Mr. Halbert's campaign was a systematic one and began ten days in advance with a trailer, slides and lobby display. Then 700 balloons were purchased with a clown, the title of the picture and the play dates printed on them, and were given away to children at the Sunday matinee one week before the opening of the new serial. These were carried all over town and gave the picture thorough advertising. A window display was arranged with the Stark clothing company for Yankiboy clothes. The manufacturer of these play suits — there are clown suits, Indian costumes, cowboy clothes, etc. — puts out large banners to advertise them which look like circus paper. But the crowning event of the campaign was the tie-up with the dog and pony outfit. From them Mr. Halbert was able to borrow regular circus banners, pennants, a cage of three monkeys and an orangoutang for his lobby which gave the desired Barnum and Bailey atmosphere. One of the clowns from the show drove a small circus wagon about town with a team of dapple gray ponies equipped with gold-studded harness and pink pom poms on their headdresses. Announcement of the Odeon engagement of "The Great Circus Mystery" was made on the side of the wagon. Another smaller wagon drawn by a mule and driven by a small red-haired boy was also sent out. Bells on the horses' har These carts were given two lucky kids at the Park Theatre, Philadelphia, when Manager Woodward played "The Great Circus Mystery." ness attracted attention to them. In addition to the live monkeys borrowed from the show, cut-outs from the "Hunting Big Game" paper were also made and installed in the lobby. A plentiful supply of three-sheets, ones, two sets of photographs and a sixsheet completed the decoration of the lobby. For the starting of "The Fast Express" at the Palace Theatre, Dallas, there was also great care taken in planning the exploitation. Teaser slides were begun four weeks in advance with the slides changed every few days so that there would always be something fresh on the screen. Next snipes were posted saying "The Fast Express Is Coming" but not giving the dates or name of the theatre. A series of post cards with the same copy — 2000 in all — were mailed out. Two weeks in advance photos with dates were displayed in the lobby and lithographs were posted. Five thousand heralds were distributed among the homes. One week before the first episode was to be shown a cameraman was sent to every school from which the Palace could possibly draw. He took pictures of the teachers, to obtain their good will, and of the kids, of whom he had over 5000 in his film. At the time he was shooting the pictures he gave' out cards which stated that these pictures would be shown at the Palace the following Friday and Saturday with "The Fast Express." This was the theatre's ace card, for of course all their admiring friends and relatives wanted to see little Johnny and Edward and Mary in the movies. Nor did Manager Wilson overlook his lobby. He used a cut-out from the 24-sheet, hung banners on either side, and used two six-sheets, one three, and three ones. To utilize the circus atmosphere created by Ringling Bros, and Barnum and Bailey's circus which was playing Philadelphia the week of May 4th, four of Green and Altman's houses booked "The Great Circus (Continued on Page 32)